Reliance Brands has launched a new retail initiative ‘The White Crow’ in Ahmedabad. The multi-brand store is spread across 8,000 sq.ft. with 5300 sq.ft. of retail space with 2600 sq.ft. of cafe space. It gives a multi-sensory experience to customers looking for premium offerings.
This seems to be RBL’s effort to market their premium to luxury segment of brands in mini metros and smaller towns.
White Crow is a perfect example of contemporary retail format built from a close understanding of what the consumer prefers and how they behave in terms of store design to the brand selection and the shopper experience.
One of the most interesting aspects of the retail store is the concept of mixed merchandising as against the usual shop-in-shop format along with the categorisation based on products rather than brands.
Moreover, the store has unique curated fashion collection from more than 44 premium brands. Some of the brands are Superdry, Salvatore Ferragamo, Scotch & Soda, Adidas Originals , Brooks Brothers, Steve Madden, Armani Exchange, Coach, Diesel, Replay, Dune, DC shoes, Canali and Kate Spade.
The products are further divided under fashion and lifestyle categories including casual wear, formal wear, customisation section, fragrance library, handbags and shoes, collectibles, luggage and tableware.
Thus, the mixed merchandising format is quiet customer friendly that helps shoppers pick from plenty of choices across all the categories that are being offered in the store. Moreover, more brands will be added every month.
